New York Times goes global by rebranding IHT New York Times goes global by rebranding IHT JAMEY KEATEN Share View photos New York Times company chief executive officer Mark Thompson, second from left, rings the bell at the opening of Euronex quotations, in Paris, Tuesday Oct. 15, 2013. The New York Times Co. has rebranded its Paris-based daily, the International Herald Tribune, as the International New York Times — a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers. Other people in photo, from left, NYSE Euronext deputy director of the International Listings Department Nathanael Mauclair, Arthur Ochs Sulzberger Jr. chairman of the board of the New York Times Company, Michael Golden vice chairman of the Nerw York Times Company , and President of the International New York Times Stephen Dunbar-Johnson. (AP Photo/Remy de la Mauviniere) More PARIS (AP) — The New York Times Co. has rebranded its Paris-based daily, the International Herald Tribune, as the International New York Times — a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers.

Executives say the rechristening Tuesday aims to get the most out of its brand, and complete a gradual fusion of the newspapers' editorial staffs in recent years. The Times took control of the IHT a decade ago by buying the stake of its co-owner, The Washington Post. Worldwide subscribers to the Herald Tribune — with a print circulation of 224,000 and distribution in about 135 countries — woke up Tuesday to a similar-looking newspaper. Novelties include a new masthead, enhanced Page 2, and opinion pieces by dozens of new international columnists. Europe editor Richard W. Stevenson said the rebranding is really about going digital and reaching out to readers abroad. "The real driver of what we're doing is a belief that there is a global, digital audience for the journalism that we do," Stevenson said in a recent interview at the newspaper's offices in the La Defense business district west of Paris. He pointed to the goal of converting visitors who get limited free access into paying customers.

"Right now, about 10 percent of our digital subscribers are outside of the United States — but about 25 or 30 percent of our digital audience comes from outside the United States," he said. "Right there, in the gap between people who are subscribers, and regular visitors to our site, there's an opportunity." For the launch week, access to the international edition's website, global.nytimes.com, will be free, Stevenson said. With many print publications facing competition from social media, bloggers, 24-7 international television newscasts and other outlets, the Times Co. has been shucking assets — notably The Boston Globe — to focus on a core business of becoming an online provider of news, comment, video and multimedia. While the IHT's circulation has held up relatively well in recent years compared with some print publications, Stevenson said, "the reality is that print — across our industry, around the world — is a really tough business now." The International Herald Tribune was the latest incarnation of a newspaper founded in Paris 126 years ago as the European edition of the New York Herald, which was a rival of the Times in the bruising mid-19th century New York newspaper industry.

James Gordon Bennett Jr., son of the founder of the sensationalist and popular Herald, put to use new trans-Atlantic cable just as readers were spreading out by rail and steamship. Over the years, the Herald Tribune became an ink-and-newsprint staple for U.S. expatriates and foreigners looking for a dose of Americana. For more than a century, it was one of the few distributors of English-language news — plus baseball scores, daily crosswords, and comic strips — to readers in far-flung corners of the globe. Recently, it has gained a strong niche in fashion coverage: Fashion editor Suzy Menkes is a doyenne of the Paris catwalks. The newspaper's Parisian roots were epitomized in Jean-Luc Godard's immortal 1960 film "Breathless," with Jean Seberg as an American gamine "Golden Girl" who peddled it on the Champs-Elysées while wearing a sweater bearing the Herald Tribune logo.

Stevenson said Paris "is part of the DNA" of the newspaper, but "it's no secret that Paris is a very expensive place to do business." The IHT's last edition Monday included a special insert section — with snapshots of its front pages announcing the death of Britain's Queen Victoria and founder Bennett; a headline on Germany's invasion of Poland in 1939; and photos of Martin Luther King Jr., Andy Warhol and George Clooney reading it. The special insert in the first new edition Tuesday contained essays looking to the future. "We all have a touch of nostalgia for the days gone by," Stevenson said. "The best way, though, to preserve those journalistic traditions — the best way for us to ensure that our readers continue to get what they expect from us — is for us to integrate (print and online) operations more fully." Reblog Vivian Schiller - Talk to The Times - The New York Times - Reader Questions and Answers - The New York Times The New York Times Media |Talk to The Times: Senior Vice President and General Manager, NYTimes.com Search Talk to The Times: Senior Vice President and General Manager, NYTimes.com AUG.

31, 2008 Continue reading the main story Vivian Schiller, senior vice president and general manager, NYTimes.com, is answering questions Sept. 1-5, 2008. To move directly to the most recent answer, click here . Ms. Schiller was named to her current position in 2006 following an 18-year career in television news and documentaries. In her current role, she leads the day-to-day operations of NYTimes.com, the largest newspaper Web site on the Internet. Previously, Ms Schiller was executive vice president and general manager for the Discovery Times Channel; and executive vice-president of long-form programming for CNN. During her tenure at Discovery and CNN, Ms. Schiller received numerous awards, including eight Emmy Awards and three Peabody Awards. She earned her master’s degree in Russian from Middlebury College and her bachelor’s degree in Russian and Soviet studies from Cornell University.

Other Times staff members who have answered questions in Talk to the Newsroom include Executive Editor Bill Keller, Managing Editor Jill Abramson, Managing Editor John Geddes, Assistant Managing Editor Glenn Kramon, Associate Managing Editor Jim Roberts, Associate Managing Editor Charles Strum, Metro Editor Joe Sexton, Obituaries Editor Bill McDonald, Political Editor Richard W. Stevenson, Living Editor Trish Hall, Investigations Editor Matthew Purdy, National Editor Suzanne Daley and Culture Editor Sam Sifton. Their responses and those of other Times staff members are available on the Talk to the Newsroom page. These discussions will continue in coming weeks with other Times editors and reporters. The Future of Print Continue reading the main story Q. Is there any future in print media or organizations which exist so much around it? I only read The Times now online and am wondering if you can make enough money with online ads to essentially cannibalize your own paper. Advertisement Continue reading the main story A. This question from Mr. Steingesser and others gets to the heart of the economics of the newspaper business.

It’s true that newspaper advertising revenues are declining and online dollars are not yet sufficient to carry the full load of our newsgathering costs, but it’s important to keep a few things in mind. First, newspapers are not going anywhere. Advertising revenue may be in decline, but publishing newspapers is still a very profitable business and we intend to keep our presses running for a long time to come. Second, online advertising revenue is increasing at a double-digit clip, and with our brand and audience we’re well positioned to capture our fair share. Third, we do not believe that a robust Web site is bad for our newspaper. A chorus of doomsayers has heralded each new form of media in the last 100 years. But radio did not supplant newspapers; television did not supplant radio; and there’s scant evidence that the Internet is fast replacing any existing form of legacy media, including print. In fact, the Internet has allowed us to increase our audience exponentially. We now reach more than 20 million unique online readers in the United States alone, plus millions more overseas. Do some folks now read the news online instead of print? Sure, and we’re O.K. with that.

Just so long as The New York Times continues to be part of the media menu — whether its on their PC … or cell phone … or iPod … or Kindle. Wherever news is consumed, The New York Times is committed to being there. Covering the News Q. In an era of continuing decline, as in shrinking coverage, and such by newspapers in general, what are the plans for coverage by The New York Times, especially in light of its large Internet presence, which appears so successful? A. We have not and will not pull back from our commitment to cover the news. It’s at the heart of our business and our institutional mission. On the contrary, we’re more prolific now than we’ve ever been in our history. Our content has expanded to include blogs, breaking news, video, interactive graphics, topic pages, slide shows and graphics. We're even aggregating news reports from other news organizations that add value for our readers. Fortunately technology is helping us keep costs down and most of these features don't require new bureaus. Where TV and the Internet Meet Q. You've been at NYTimes.com for about two years. What do you find are the major differences between the world of online news and the television milieu from which you came? Q.

Your background suggests that your appointment to this position was the result of a business forecast that Internet and television journalism will eventually converge. What's your personal take on this prospect? Advertisement Continue reading the main story A. Back in the olden days — say four, five years ago — the biggest difference between newspaper and cable news was speed. Newspapers paced to a once per day deadline; TV news was moment to moment. Those differences have all but disappeared, at least at The Times. While we’re still known for our analysis, depth and exclusives, we also now compete in breaking news. We don’t “hold’’ stories for print; our continuous news desk publishes content online as soon as its ready. But there are other differences as well. Television is, by definition, linear. (Tivo aside). Viewers are either interested in watching the program offered at a particular time, or they’re gone. That puts pressure on TV programmers to offers shows with broad appeal and engaging on-air talent, the better to aggregate the largest possible audience.

Our business model does not rely on drawing large numbers of views to individual “hit” stories (though sometimes that happens) but rather to the breadth and depth of our content, which is available at all times to the many and the few. On the Web, the user controls the experience. She can graze one page and leave, or drill deeper and deeper into a subject, accessing archive articles, primary sources, links to other parts of the site, and even other sites on the Web that our editors have curated for our readers. Probably because of my television background, I did believe at first that video should be front and center to our online future. But I’ve come to believe it is but one means of journalistic expression among many. I’m a fan of our videos, which are produced for the Web (not repurposed TV) and strike me as authentic and original, but they are just one means to tell a story. And while I’m still an ardent TV news viewer, what excites me most about online journalism is its dynamism. Look through our coverage of the Olympics, the political conventions and Hurricane Gustav to see a thrilling array of storytelling techniques. What Are the Business Models? Q.

As a loyal Times reader since well before your Web site became so robust, I have been pleased to see the migration of your content online. Given that subscription revenue is down, what business models are NYTimes.com relying on besides standard Internet banner and contextual advertising? A. Thanks for this question. The answer is somewhat complicated as Web advertising is constantly evolving. But let me try to break it down for you. Like most newspaper Web sites, our two largest categories of online revenue are display advertising (the banners, and other picture ads you see throughout the site) and classified advertising. Most local newspaper sites are heavily dependent on classified ads, at a ratio of about two to one. NYTimes.com is the opposite. Because we have a national reach and desirable audience, our display revenue is more than double the classified income. This positions us very favorably for current market conditions. Since display advertising continues to grow at a healthy rate (while some classified categories are declining), we’re on better financial footing than most newspapers sites. We have a few other revenue streams as well. We sell text ads in partnership with Google. Those are the small lines of copy links you see on almost every page.

We generate some income from crossword subscriptions, from e-commerce for sales of tickets, DVDs and books, and from our archive. We also license our archive to library services such as Proquest and LexisNexis. So that’s the architecture — what’s the strategy? To oversimplify a somewhat complicated smorgasbord of efforts, our strategy is twofold: scale and context. First, scale. Here our goal is to scale our audience as much as possible to attract and retain advertisers who want to reach a large number of online readers. In this effort, we’ve been very successful. The NYTimes.com monthly audience is around 20 million unique users. We rank No. 5 behind only the big cable news sites and aggregators, like Yahoo and AOL — and light years ahead of other newspaper sites. But it’s not enough to just have a vast number of readers. The secret sauce for advertisers is the quality of the NYTimes.com audience — educated, informed, engaged and influential. Consider yourself flattered. Advertisement Continue reading the main story The second strategy appeals to the kind of advertisers who want to reach an audience in context.

For example, some financial institutions or technology marketers want only to show their ads to business types, who are reading about business. Designers want to market to readers who are looking at our coverage of high-end fashion. That’s one of the reasons we launched TMagazine.com last year. And why we’re significantly expanding our business coverage with news sections, news reporters, editors, tools and data. Beyond these two approaches, we are also constantly looking around corners to see how business models are evolving, and to try to stay ahead of it. We’re already considered a leader in creative new ad units. But given the speed of change in our industry, we are also in constant discussion with innovators and technology companies at the forefront of this very dynamic business. The Digital Times in Many Forms Q. I have been a daily reader of the Times since it was required reading in my 1958 civics class. I have been giving thought to switching to the digital version and am wondering if you have had feedback from senior readers on whether it is a viable substitute. Q. What's your opinion of devices like ebook readers? Are you getting a lot of Kindle/Sony subscriptions, or is it still very much an emerging market for you? A.

I’ll answer your query, Mr. Finn, with one of my own: What digital version of The New York Times do you want? There are quite a few, so I’ll take this opportunity to inventory them for you because it can be a bit confusing. After that, I’ll address Ms. Dawson’s question about strategy. Photo There are several digital version of The New York Times: NYTimes.com That’s our core Web site and it contains all the content in the newspaper, plus many Web exclusives, like blogs, videos and slide shows. It’s free. Times Reader This is an innovative program built and designed by NYTimes that you can install on your PC or Mac — desktop or laptop. Synch up your device daily, and you can read The New York Times offline in a paginated format (as opposed to scrolling down a Web page). It’s much more a newspaper reading experience than a Web experience. Home delivery subscribers can download Times Reader for free. To purchase Times Reader, click here . New York Times — Electronic Edition This is an exact replica of the print newspaper — ads and all — downloadable to your PC in digital form.

You can “flip’’ through the pages with your mouse, just like you would with newsprint. The electronic edition is free for home delivery subscribers. Non-subscribers can purchase it here . Kindle This is Amazon’s proprietary reading device that allows you to purchase books and newspapers, like The New York Times, quickly and wirelessly for offline reading in a paginated form. Both the device and subscriptions to The New York Times are available at Amazon.com . Mobile NYTimes.com Sized for easy reading on a cellphone or smart phone, our mobile site contains much of the content found on the main site, including full articles, pictures and more. It’s free. Visit mobile.nytimes.com on your phone, BlackBerry or iPhone. iPhone application We’ve developed an application specially suited to the iPhone, you can download it from iTunes for free, or click here . This may seem like a lot of options. And that gets at the answer to Ms. Dawson’s question about how we’re doing. All of these platforms are new. No one knows what will be broadly adopted by readers and advertisers. Rather than place our bets on one horse, we’ve decided to go with the whole herd. We’re in the news business — not the hardware business.

We’ll provide New York Times content to as many devices as our audiences wants, regardless of hardware, size, shape, brand, connection type or distributor. Lastly, I do want to mention one other favorite New York Times product that I haven’t yet called out in this posting. It’s light, portable, easy on the eyes and well suited for the kind of serendipitous experience that many readers enjoy. It’s called a newspaper. And still one of our very favorites. Enjoy. Tracking Individual Users Q. How does NYTimes.com track individual users and how is the information used? Advertisement Continue reading the main story A. This is a big and important question so I’m glad for the opportunity to answer it. Many users — and legislators — are concerned about privacy. We are, too. First, let me dispel a popular misconception. Some folks think all their personal information is being collected, stored and matched up against their online behavior — the articles they read or send to friends. No such warehouse of information exists. That said, like most Web sites, we do use “cookies” to personalize readers' experience on our site. A cookie is a small piece of code — simple text — that recognizes your computer when you come back to the site.

The cookie then collects and remembers what you do on the site so that when you come back, we can respond to your preferences by personalizing your experience. When you log on to Amazon, or Netflix or just about any other site that says, "Welcome back, Dean", that’s a cookie. The cookie knows any preferences you may have set. Please verify you're not a robot by clicking the box. Invalid email address. Please re-enter. You must select a newsletter to subscribe to. Sign Up Privacy Policy Some sophisticated Internet users are asking if we use “behavioral targeting.” That means serving ads to a user based on his or her online behaviors as tracked by the cookie. Yes, we do — just like most other major news and entertainment sites. We work with different companies that specialize in this kind of technology. The benefit to you is an ad you are more likely to be interested in (or at least less annoyed by). The benefit to us is a rate premium from the advertiser. Why the Web Site Is Free Q. I don't understand why The New York Times doesn't charge for the online version. I open The New York Times every day, usually twice a day. I would feel lost without it.

A low fee, like $25 or even less, might bring in a lot of money. A. Thank you for the suggestion, Mr. Stevens. And I know you offer it in the spirit of wanting to ensure our longevity. Many readers have offered similar suggestions. It’s very gratifying. But let’s talk about the business rationale behind a decision to charge for online news. As you may remember, we used to charge non-home-delivery subscribers to access parts of our Web site — mostly the opinion section and our archive. The program was called TimesSelect, and it generated about $10 million a year. That’s pretty good — more than we had anticipated. Yet we decided last year to end TimesSelect and offer (almost) all our content at no charge, including most of our archive for the first time ever. Why? We came to believe that charging for content would deter audience growth in the long term. And that in turn would suppress the growth of our ad revenue, which we projected to increase at a far greater rate than our TimesSelect income. Further, as more and more news (and quasi-news) sites come online, we decided it was most important for us to be at the center of the online conversation.

It's hard to do that when some of your most popular and provocative columnists are behind a pay wall. And I’m happy to report that so far, so good. Our audience has increased more than 40 percent in one year. Advertisement Continue reading the main story Having said that, we treat each new product launch on its own merits. If you look at my earlier post, you’ll notice that we have several digital products that we charge for. There’s a business rationale behind each one of those decisions. So rest assured that we are ever vigilant when it comes to our economic model. The best thing you can do for us is to keep reading The New York Times — in whatever format you chose — and encourage your friends to do the same. That’s the key to our long-term viability. Will NYTimes.com and IHT.com Merge? Q. I do enjoy NYTimes.com and IHT.com. My question is will the two merge or remain? I thoroughly enjoy both sites, they keep me up on the world. A. Great question. As many of you know, IHT.com is the Web site of the Paris-based International Herald Tribune — the global edition of The New York Times.

While the IHT and The New York Times share a lot of stories, they are completely separate newspapers. The IHT is edited for an international audience and distributed around the globe. We believe it makes good business sense for us to have two different newspapers. That best serves our global English-speaking audience. The World Wide Web, however, is just that. NYTimes.com has legions of online readers overseas. In fact, about 18 percent of our audience is outside the United States. Likewise, IHT.com has many fans in the United States. So we asked ourselves: is this two-site strategy the best way to reach the most online users with our collective news report? And further, is this two-site strategy really the best way to generate the most revenue to support that news report? We’ve come to the conclusion it is not. Observant NYTimes.com readers may have noticed that we’ve added more IHT-generated stories on to the site. We’ll be adding more. And sometime next year, we hope to fully integrate the sites. Our aim is offer a new co-branded homepage of NYTimes.com that is edited for the global audience as well as globally focused section fronts in key content areas, like business, travel, sports and fashion.

All of the stories that appear in the IHT newspaper will be available on this new integrated site — not just the stories that the two papers share. These new enhancements will help IHT loyalists easily find the kinds of stories they enjoy on IHT.com now. And will introduce to all readers — regardless of provenance — a bigger site enriched from the content of both papers, as well as online exclusives from domestic and foreign reports and columnists. The integrated site will reach a global audience on a scale that may not be achievable in a divided landscape. And that will benefit our advertisers, too. Ideas From All Over Q. I'm wondering if The Times accepts input from their workforce as a whole, or are they only entertaining ideas brought forth by people hired to do that? A. Oh, I love this question, because it allows me to kvell about the amazing people of The New York Times and the power of integration. Just about everyone in the company is a contributor to digital — whether they’re reporters or editors — or work in ad sales, finance or strategic planning. The New York Times has embraced digital media fully and unequivocally. There’s (almost) no more “us and them” when it comes to print and online.

Advertisement Continue reading the main story And that’s very much by design. In early 2006 we started integrating our newsroom and our sales force. A lot of people had to “develop new muscles” as our chief executive, Janet L. Robinson, is fond of saying, but now three years later that integration has very much borne fruit. Some of the most brilliant features you see on our Web site come from those stodgy print guys. Print sales people have learned the language of the Web and have come up with innovative programs for marketers to reach an audience online. We actively solicit ideas everywhere through education and brainstorming. And we get the competitive juices going with a biannual “tech challenge,” the brainchild of chief technology officer Marc Frons. The most recent set of awards came from all over our company. Certainly that’s not enough. In fact, we’re always careful to say we’re “integrating” and not “integrated.” But we’re getting there for sure. Making Use of Readers' Knowledge Q. I am amazed at the talent in your readership who often make insightful comments far more interesting than the column itself! I enjoy reading many of these comments. How can you make use of this untapped talent? A.

Reader voices — previously in the form of “letters to the editors” — has always been part of our DNA. But the Web medium allows us to expand exponentially the space for the voices to be heard. As you’ve noticed, we are blessed with an audience of really smart people who have some interesting things to say. (Sometimes, yes, “even more interesting than the column itself”.) One thing that sets us apart from other online comment forums is that we review every comment before it’s published. We don’t censor — you can certainly tell that by reading them! But we do screen out offensive or irrelevant comments because we don’t believe that our audience will find them useful or interesting. Unfortunately, all this effort has made it challenging to roll out comments to every article. It’s absolutely our goal but manpower is a challenge. To that end, we’re looking at various ways we can expand our moderating capabilities without having to hire a massive army of moderators. That’s just not feasible in these financial times. Lastly, Mr. Patel’s question about making use of “this untapped talent” gives me an opportunity to give you a little tease of things to come. Comments are great, but there are other way to tap into our great audience.

Check out TimesPeople , a new community we’ve set up that allows you to discover what other readers find interesting on our site — and to make recommendations of your own. That’s just a start. We’re evaluating everything from user blogs, user-moderated topic pages, to user Q&A. Watch this space for more reader voices on our site in the near future. NY Times to Rebrand Herald Tribune in Own Image - US & Canada - News - Main All News US & Canada NY Times to Rebrand Herald Tribune in Own Image NY Times to Rebrand Herald Tribune in Own Image The New York Times said it is rebranding the Paris-based International Herald Tribune in its own image to boost its international presence.<br/> Contact Editor The Herald Tribune will be renamed the Intern Reuters The New York Times said Monday it is rebranding the Paris-based International Herald Tribune in its own image a bid to boost its international presence. In a statement, it said the 125-year-old global newspaper -- the last vestige of the New York Herald Tribune that ceased publication in 1966 -- would be rechristened the International New York Times sometime this fall, AFP reported.

"The digital revolution has turned the New York Times from being a great American newspaper to becoming one of the world's best-known news providers," said New York Times Company chief executive Mark Thompson. "We want to exploit that opportunity," he said, adding that a new website for international readers was also in the pipeline. The International Herald Tribune (IHT) was co-owned by the New York Times and the Washington Post from 1967 until 2003, when the Times became its sole proprietor and styled it as "the global edition of the New York Times." Earlier this month the New York Times Company said it was putting the Boston Globe and other New England assets up for sale as it concentrates on developing its eponymous core product. The New York Times published an international edition from 1946 until it bought into "the Trib" in 1967 and helped oversee its development as a global brand through the use of satellite printing plants. News of the rebranding came less than three weeks after the New York Times Company group posted a 2012 profit of $133 million, compared with a loss of $39.7 million in 2011.

Thompson, former chief executive of the BBC, said it was the first time that annual circulation revenues -- including fees to access New York Times content online anywhere in the world -- surpassed income from advertising. Monday's announcement made no reference to possible layoffs, but it stated that the International New York Times "will be edited from Hong Kong, Paris, London and New York." "The New York Times and its international edition, the IHT, have always been known for accurate and authoritative journalism that helps to set the agenda for global conversations and debate," said New York Times publisher Arthur Sulzberger, Junior, whose family holds ultimate control of the company. "A logical next step for us as we seek to extend our international reach is to bring these two great newspapers even closer together," he said.

"As we do, we will be sure to nurture and preserve those unique qualities of the IHT that are so highly prized by its current readers." © Arutz Sheva, All Rights Reserved New York Times to Rename International Herald Tribune New York Times to Rename International Herald Tribune Rebranding to consolidate NYT brand By Prasanth Aby Thomas February 26, 2013 05:40 GMT File photograph of The New York Times and and International Herald Tribune newspaper front pages in New York The New York Times plans to rename the International Herald Tribune as International New York Times, underscoring the company's efforts to focus on the parent brand. In a statement, the company said that the 125-year-old Paris-based newspaper will be rechristened later this year and will also get a revamped website for its global audience. It will be edited from Hong Kong, Paris, London and New York. "The digital revolution has turned The New York Times from being a great American newspaper to becoming one of the world's best-known news providers," said New York Times Company chief executive Mark Thompson, who was formerly the head of BBC.

"We want to exploit that opportunity to attract international audiences, digital subscriptions and advertisers." NYT's decision to consolidate its brand image is not entirely unprecedented. Earlier this month, the company had announced plans to sell the Boston Globe. The company plans to rebrand all IHT properties as International New York Times, which could serve to lessen confusion for overseas audiences. The International Herald Tribune was jointly owned by the NYT and the Washington Post from 1967 to 2003, after which the NYT acquired all the shares and restyled it as its international edition. Before 1967, it was known as the Paris edition of the New York Herald Tribune. The paper now competes with the global editions of the Wall Street Journal and the UK's Financial Times for international English speaking audiences. It is estimated to have a daily circulation of over 226,000 in 160 countries and territories, an IHT spokeswoman told AFP. Analysts suggest that IHT's consumers may continue to buy the paper despite the name change. "I can't see many people stopping their reading of the IHT because the brand changes," Ken Doctor, an analyst with Outsell Research told Reuters, adding that NYT is a more popular among younger audiences.

"If you are selling new print subscriptions the New York Times is going to be more recognizable." Share Stay up to date with our daily newsletter YOU MIGHT LIKE THISSponsored Content by Taboola IBT Video New York Times goes global by rebranding IHT New York Times goes global by rebranding IHT In this Oct. 10, 2012 photo, people pass the New York Times building in New York. AP Comments By Jamey Keaten Associated Press Mon Oct 14, 2013 3:18 PM PARIS — The New York Times Co. is rebranding its Paris-based daily, the International Herald Tribune, as the International New York Times — a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers. Executives say the rechristening Tuesday aims to get the most out of its brand, and complete a gradual fusion of the newspapers’ editorial staffs in recent years. The Times took control of the IHT a decade ago by buying the stake of its co-owner, The Washington Post.

Worldwide subscribers to the Herald Tribune — with a print circulation of 224,000 and distribution in about 135 countries — were waking up Tuesday to a similar-looking newspaper. Novelties include a new masthead, enhanced Page 2, and opinion pieces by dozens of new international columnists. Europe editor Richard W. Stevenson said the rebranding is really about going digital and reaching out to readers abroad. “The real driver of what we’re doing is a belief that there is a global, digital audience for the journalism that we do,” Stevenson said in a recent interview at the newspaper’s offices in the La Defense business district west of Paris. He pointed to the goal of converting visitors who get limited free access into paying customers. “Right now, about 10 percent of our digital subscribers are outside of the United States — but about 25 or 30 percent of our digital audience comes from the outside the United States,” he said. “Right there, in the gap between people who are subscribers, and regular visitors to our site, there’s an opportunity.” For the launch week, access to the international edition’s website, global.nytimes.com, will be free, Stevenson said.

With many print publications facing competition from social media, bloggers, 24-7 international television newscasts and other outlets, the Times Co. has been shucking assets — notably The Boston Globe — to focus on a core business of becoming an online provider of news, comment, video and multimedia. While the IHT’s circulation has held up relatively well in recent years compared to some print publications, Stevenson said, “the reality is that print — across our industry, around the world — is a really tough business now.” The International Herald Tribune was the latest incarnation of a newspaper founded in Paris 126 years ago as the European edition of the New York Herald, which was a rival of the Times in the bruising mid-19th century New York newspaper industry. James Gordon Bennett, Jr., son of the founder of the sensationalist and popular Herald, put to use new trans-Atlantic cable just as readers were spreading out by rail and steamship. Over the years, the Herald Tribune became an ink-and-newsprint staple for U.S. expatriates and foreigners looking for a dose of Americana.

For more than a century, it was one of the few distributors of English-language news — plus baseball scores, daily crosswords, and comic strips — to readers in far-flung corners of the globe. Recently, it has gained a strong niche in fashion coverage: Fashion editor Suzy Menkes is a doyenne of the Paris catwalks. The newspaper’s Parisian roots were epitomized in Jean-Luc Godard’s immortal 1960 film “Breathless,” with Jean Seberg as an American gamine “Golden Girl” who peddled it on the Champs-Elysées while wearing a sweater bearing the Herald Tribune logo. Stevenson said Paris “is part of the DNA” of the newspaper, but “it’s no secret that Paris is a very expensive place to do business.” The IHT’s last edition Monday included a special insert section — with snapshots of its front pages announcing the death of Britain’s Queen Victoria and founder Bennett; a headline on Germany’s invasion of Poland in 1939; and photos of Martin Luther King, Jr., Andy Warhol and George Clooney reading it. “We all have a touch of nostalgia for the days gone by,” Stevenson said.

“The best way, though, to preserve those journalistic traditions — the best way for us to ensure that our readers continue to get what they expect from us — is for us to integrate (print and online) operations more fully.” New York Times Rebrands International Herald Tribune | Global News - AdAge Adage Aleady a member? Sign in Get More From Ad Age Register to become a member today. You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and CMO Strategy To get unlimited content and more benefits, check out our Membership page Register Now Want more Access, Content & Connections? We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Already a member? Log in or go back to the homepage . Hey, there. It looks like you're using an ad blocker. The news and features are funded in part by our advertisers.

To support Ad Age and the industry we cover please either: New York Times Rebrands International Herald Tribune The International New York Times Is Seen As A Better Fit in A More Digital Market By Emma Hall . Published on August 02, 2013 . Stephen Dunbar-Johnson It's been ten years since the New York Times took full ownership of the International Herald Tribune, so the rebranding of the expat title has been a long time coming. Some readers among the Paris-based IHT's 224,000 print subscribers will likely be sorry to see the inevitable come to pass, when the 126-year-old newspaper changes its name to the International New York Times on Oct. 15. The paper launched in 1887 as the Paris Herald, and was most recently jointly owned by the NYT and the Washington Post from 1967 until 2003, when the NYT took full control. "There's a lot of nostalgia around the brand," said IHT publisher Stephen Dunbar-Johnson. "It's a romantic brand, and you don't give up on a great brand like the IHT without a profound reason.

In one word, the reason is digital." Digital has brought new competition into the market that the INYT should be better equipped to deal with: the old IHT is currently fighting it out with anyone from CNN and the BBC, to HuffPo and the Guardian, as well as its more traditional rivals. Mr. Dunbar-Johnson admitted, "I sometimes crave the cold war competition era, when the Financial Times , the Wall Street Journal, the Economist and Newsweek were our competitive set. Now it's much bigger and more complicated." According to its research, the New York Times brand is strong internationally but is viewed as a predominantly U.S. brand. The challenge is to show that the INYT has relevant content for a global readership. To help achieve this, more web producers have been hired in Europe and Asia, greater editorial control has been delegated to Paris, London and Hong Kong, and contributions to the opinion pages have been expanded to bring in more international voices outside the U.S. Online, the IHT was rolled into the NYT website a couple of years ago. Of the NYT's 708,000 paying digital subscribers, 10% are outside the U.K.

The plan is simple: to drive people to digital platforms and get people to like the product enough that they want to pay for it. As Mr. Dunbar-Johnson put it, "The proof will be in the reading." Despite the emphasis on digital, the INYT will not give up on the print model. The IHT's 224,000 print subscribers have remained fairly stable over the last three years, despite some erosion in Europe, and ad revenues have grown in two of the last three years. Mr. Dunbar-Johnson said that while print is seen as being in terminal decline in more developed markets, there is still growth in Asia and the Middle East, and he sees a continued potential for print. Commercially, the re-launch should create a more streamlined proposition. "It will be simpler for advertisers," he said. "At the moment, we have the IHT team selling NYT products. They often have to explain that the IHT is the global edition of the NYT and get through all that. To present one global mono brand is easier." He hopes the INYT will bring in more financial, tech and energy companies than the IHT, which has traditionally been stronger in the luxury sector.

Antoine DeTrogoff, an associate director at Mediacom 's international division in London, said the re-branding as a more integrated multi-platform service will help the New York Times be perceived as a more global brand. "This will help sell it as a global and integrated proposal to our clients." For the Oct. 15 launch, the INYT is planning a series of events and discussion of issues that are driving the global agenda--to be held in Paris, Hong Kong, Tel Aviv, London--to showcase the paper's content and editorial talent. "We didn't want to just quaff drink and blow out candles on a cake," Mr. Dunbar-Johnson said. An in-house team in New York is still working on the redesign for the INYT, which will be accompanied by a targeted digital-marketing campaign, also created in-house. In this article: New York Times goes global by rebranding IHT New York Times goes global by rebranding IHT Jamey Keaten, Associated Press Pin it Share New York Times company chief executive officer Mark Thompson, second from left, rings the bell at the opening of Euronex quotations, in Paris, Tuesday Oct. 15, 2013.

The New York Times Co. has rebranded its Paris-based daily, the International Herald Tribune, as the International New York Times — a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers. Other people in photo, from left, NYSE Euronext deputy director of the International Listings Department Nathanael Mauclair, Arthur Ochs Sulzberger Jr. chairman of the board of the New York Times Company, Michael Golden vice chairman of the Nerw York Times Company , and President of the International New York Times Stephen Dunbar-Johnson. (AP Photo/Remy de la Mauviniere) More PARIS (AP) -- The New York Times Co. has rebranded its Paris-based daily, the International Herald Tribune, as the International New York Times — a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers. Executives say the rechristening Tuesday aims to get the most out of its brand, and complete a gradual fusion of the newspapers' editorial staffs in recent years. The Times took control of the IHT a decade ago by buying the stake of its co-owner, The Washington Post.

Worldwide subscribers to the Herald Tribune — with a print circulation of 224,000 and distribution in about 135 countries — woke up Tuesday to a similar-looking newspaper. Novelties include a new masthead, enhanced Page 2, and opinion pieces by dozens of new international columnists. Europe editor Richard W. Stevenson said the rebranding is really about going digital and reaching out to readers abroad. "The real driver of what we're doing is a belief that there is a global, digital audience for the journalism that we do," Stevenson said in a recent interview at the newspaper's offices in the La Defense business district west of Paris. He pointed to the goal of converting visitors who get limited free access into paying customers. "Right now, about 10 percent of our digital subscribers are outside of the United States — but about 25 or 30 percent of our digital audience comes from outside the United States," he said. "Right there, in the gap between people who are subscribers, and regular visitors to our site, there's an opportunity." For the launch week, access to the international edition's website, global.nytimes.com, will be free, Stevenson said.

With many print publications facing competition from social media, bloggers, 24-7 international television newscasts and other outlets, the Times Co. has been shucking assets — notably The Boston Globe — to focus on a core business of becoming an online provider of news, comment, video and multimedia. While the IHT's circulation has held up relatively well in recent years compared with some print publications, Stevenson said, "the reality is that print — across our industry, around the world — is a really tough business now." The International Herald Tribune was the latest incarnation of a newspaper founded in Paris 126 years ago as the European edition of the New York Herald, which was a rival of the Times in the bruising mid-19th century New York newspaper industry. James Gordon Bennett Jr., son of the founder of the sensationalist and popular Herald, put to use new trans-Atlantic cable just as readers were spreading out by rail and steamship. Over the years, the Herald Tribune became an ink-and-newsprint staple for U.S. expatriates and foreigners looking for a dose of Americana.

For more than a century, it was one of the few distributors of English-language news — plus baseball scores, daily crosswords, and comic strips — to readers in far-flung corners of the globe. Recently, it has gained a strong niche in fashion coverage: Fashion editor Suzy Menkes is a doyenne of the Paris catwalks. The newspaper's Parisian roots were epitomized in Jean-Luc Godard's immortal 1960 film "Breathless," with Jean Seberg as an American gamine "Golden Girl" who peddled it on the Champs-Elysées while wearing a sweater bearing the Herald Tribune logo. Stevenson said Paris "is part of the DNA" of the newspaper, but "it's no secret that Paris is a very expensive place to do business." The IHT's last edition Monday included a special insert section — with snapshots of its front pages announcing the death of Britain's Queen Victoria and founder Bennett; a headline on Germany's invasion of Poland in 1939; and photos of Martin Luther King Jr., Andy Warhol and George Clooney reading it. The special insert in the first new edition Tuesday contained essays looking to the future.

"We all have a touch of nostalgia for the days gone by," Stevenson said. "The best way, though, to preserve those journalistic traditions — the best way for us to ensure that our readers continue to get what they expect from us — is for us to integrate (print and online) operations more fully." Reblog Au Revoir, International Herald Tribune - It's Now 'International NY Times' Search Au Revoir, International Herald Tribune – It’s Now ‘International NY Times’ The New York Times will subsume the Tribune into its own paper, reformatting it as a global edition of the Times Lucas Shaw | February 25, 2013 @ 10:06 AM The New York Times Co. has renamed the iconic 126-year-old International Herald Tribune. It's now the International New York Times. It will reintroduce the rebranded newspaper later this year as a multi-platform version of the Times focused at a global audience. Last week, the Times Company said it was exploring a sale of the Boston Globe and other New England media properties as part of an effort to reorient the company around the central Times brand.

“The New York Times and its international edition, the IHT, have always been known for accurate and authoritative journalism that helps to set the agenda for global conversations and debate,” Arthur Sulzberger Jr., chairman of the New York Times Company and publisher of the New York Times, said in a statement. “A logical next step for us as we seek to extend our international reach is to bring these two great newspapers even closer together.” According to the Times’ own story on this latest name change, it remains unclear what will happen to the IHT’s employees and masthead. Half of the newspaper’s staff work in Paris, and the rest operate across the globe. Founded in 1887 as the European edition of the New York Herald, the paper has been headquartered in Paris ever since. The New York Tribune bought the Paris Herald and the New York Herald in 1924, leading a renaming of the paper as the Herald Tribune. The Washington Post bought some of the paper in 1966, and the Times did the same a year later, at which point the paper took the name International Herald Tribune.

The two legendary American newspapers became sole owners in 1991, and the Times then took full control at the end of 2002. The Times merged its website with the Herald Tribune in 2008. "Making the full transition to a multi-platform International New York Times is a natural evolution after several years of aligning the two brands,” Stephen Dunbar-Johnson, publisher of the IHT, said in a statement. “The IHT has had three different nameplates in its 125-year history, with ‘New York’ in its title for 80 of those years, but what has been consistent throughout has been the international sensibility. The good news for readers and advertisers is that with this rebrand we will be investing in enhancing that sensibility across print, Web and mobile platforms." Show Comments

Question: The global edition of the New York Times, what Paris-based newspaper is known as the IHT?
Answer: INTERNATIONAL HERALD TRIBUNE